Reference no: EM132846738
MKT103A Integrated Marketing Communications - Laureate International Universities
Assessment - Integrated Marketing Campaign Reflection Analysis
Learning Outcome 1: Describe the principles of integrated marketing communications.
Learning Outcome 2: Identify and analyse marketing communication approaches through the application of communication models and relevant theory.
Learning Outcome 3: Compare and contrast the effectiveness of media tools used to design integrated marketing communication campaign plans.
Learning Outcome 4: Define and design a creative integrated marketing communication campaign plan
Context
Successful marketing campaigns use a coordinated approach called integration. By reviewing current Integrated Marketing Communications (IMC), you will recognise which marketing tools are being used and explain their effectiveness for specific target audiences.
This assessment task is designed for you to apply your critical thinking skills to analyse marketing campaigns and their relevance, drawing from the knowledge you have gained from modules 1 and 2.
Furthermore, this analysis will assist you to grasp the relevance of an integrated approach in the marketing industry. Not all campaigns are successful, but as marketers, it is important to evaluate campaigns so effective allocation of money is utilised. This assessment task provides you with an insight into an activity that maybe part of your job role in the future.
Instructions
Starting in week 5, you are to find an IMC campaign of a brand of your choice. Over the next 3 weeks (week 5 inclusive), follow this brand's campaign activity, through their posts on social media, outdoor advertising campaigns, digital marketing, or whatever your research reveals about this promotional activity. Document your findings using screen shots, links, photos etc. At the end of week 7, you will write a reflection paper based on your observation of their activities and supported by academic resources.
This assessment involves the following activities:
1. Choose a brand's integrated marketing communication campaign.
a. How will you find an integrated campaign? Go to websites such as www.bandt.com.au , www.adnews.com.au/, or follow a brand you like. There are so many campaigns available, but it must be CURRENT! (happening now). If you have any challenges in finding a campaign, please discuss this with your learning facilitator.
2. Research and follow your chosen brand's campaign from week 5 to week 7, documenting your observations on their activities across social media and other IMC platforms (i.e. posts, images, videos, links, screenshots).
3. Conduct academic research on IMC relevant to this assessment task within and outside the subject learning resources.
4. Write your Integrated Marketing Campaign Reflection Analysis following the below outline:
a. Introduce the brand you have chosen, their website and target audience (approximately 125 words).
b. Reflect on the brand's campaign per week, addressing the following questions:
i. How did the campaign unfold over the three weeks you followed it (i.e. social media first, then PR launch, then outdoor advertising)? It will vary from one campaign to the next.
ii. How does the campaign use and integrate different elements of the IMC mix to communicate their message to their target audience (i.e. use of colour and logos)?
c. Use the sourced material you have documented in your observations and the academic research you conducted to support your ideas in point b above (approximately 250 words for each weekly analysis).
d. Write a conclusion (approximately 125 words).
e. Follow the APA 6th edition style of referencing to cite your academic resources and provide your reference list. Please see the Academic Skills page on Blackboard for information on referencing in APA 6th ed.
Attachment:- Integrated Marketing Campaign Reflection Analysis.rar